Werther’s Original appoints Initiative Sydney as its new media communications agency partner

Initiative has advanced its new business account wins for 2018 with an appointment for the Sydney agency to handle media communications for confectionery brand Werther’s Original.

The new assignment adds to Initiative’s national string of wins in 2018, which have also included Government of Western Australia, Revlon and Destination Canada.

Werther’s Original is an iconic confectionery brand in Australia, manufactured by German company Storck and distributed locally by Stuart Alexander and Co. Initiative will plan and manage all Werther’s Original media investments including presence in TV, digital channels, out-of-home and activations.

Says Ann-Marie Raza, head of confectionery, Stuart Alexander: “We are excited to be working with Initiative on Werther’s Original. The agency has a unique approach to connecting brands and people through cultural relevance and how that applies to Werther’s Original could be an important angle for us.”

Says Nick Wokes, general manager, Initiative Sydney: “Werther’s Original is an iconic brand that stirs fond memories for a lot of people and we are looking forward to leveraging this strong connection with audiences across Australia.”